Singapore Airlines: First to Fly Leela Gantman Weber Shandwick Sydney, Australia

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1 Singapore Airlines: First to Fly Leela Gantman Weber Shandwick Sydney, Australia NEED/OPPORTUNITY / On 25 October 2007, Singapore Airlines (SIA) made world aviation history when the A380 traveled from Singapore to Sydney. In a world first, all seats on board were auctioned on ebay for charity. More than 800 winning auction bidders and 120 international media descended on Sydney for seven separate events over two days. Operating within a functioning airport, Weber Shandwick (WS) navigated stringent security and the demands of multiple media markets to execute one of the largest launches in the travel industry to date. As the first new aircraft type in over 40 years, the A380 was destined to draw media attention; however, with production delayed for more than a year, media scrutiny and consumer skepticism were rife. The challenge was to shape commentary and ensure positive coverage for SIA as a leading innovator and premium airline. To achieve this goal, Weber Shandwick needed to ensure all event activity ran smoothly and to strict time lines, which represented a unique challenge. The seven events combined trade, media and VIP activity across two days, under the restrictions and legalities of an operating airport. Due to the sheer size of the global launch and level of media interest in the arrival, SIA experienced a severe lack of internal PR and marketing resources. It was therefore imperative for Weber Shandwick to integrate across all levels of the wider SIA business to ensure a seamless on-site execution that met the needs of multiple audiences and international guests. With the world s media watching every move at Sydney Airport, there was no room for error?precision in planning and execution was paramount. In addition, Australia s local carrier, Qantas, executed counter-promotional activities to hijack publicity surrounding the First Flight. In the face of competition, SIA sought to capitalise on its First to Fly market differentiation receiving the aircraft 10 months before any competitor across the globe. To succeed, Weber Shandwick s PR activities needed to build consumer confidence and excitement, maintain momentum over a three-month period prior to arrival, and ensure brand protection across a spectrum of media from aviation and travel to consumer and general news. Despite a limited population compared to other global markets, it was crucial to ensure Australians participated in the charity auction to keep the story relevant to Australian media and raise funds for a local cause. As SIA has been a client of Weber Shandwick for more than two years, research and planning were an ongoing, organic process reinvigorated in the face of delays and changing marketing plans. To ensure integration, Weber Shandwick sat in on the SIA A380 committee and attended weekly meetings, covering all logistics from messaging to engineering. Acting as part of SIA s core business function, Weber Shandwick participated in education and research as outlined below: Performing site reconnaissance at all SIA event venues and airport security briefings 327

2 Participating in on-site issues management training using SIA s internal, online crisis response system and contributing to a cross-country crisis simulation Developing contingency plans to account for all variables across the two days of activity Reviewing and localising all A380 announcements, Q&As and specifications Daily client mock media interviews to ensure a thorough understanding of all A380 topics Monitoring and reporting of all industry trends from daily analysis of media commentary to statistical analysis of travel reports and government policies Tracking all airline competitor s A380 announcements Researching appropriate local charities to be engaged as beneficiaries for the auction ensuring credibility for brand association Researching alternative new media and social networking outlets to build grassroots support amongst fan clubs and enthusiast groups Ongoing research into suitable media, promotional partners and appropriate targets for the First Flight INTENDED AUDIENCES / Due to the sheer size of the launch and the need to generate mass consumer appeal for the charity auction, specific audiences included: Trade, consumer, aviation and news media outlets. Singapore Airlines core demographic?higher socioeconomic group/business travelers. The wider Australian community. Engaging Singapore Airlines core demographic was essential to the success of the A380 charity auction. Weber Shandwick needed to deliver aspirational messaging to this audience to ensure that being on board the First Flight was viewed as a status symbol, which would in turn encourage successful bids. For this reason Weber Shandwick worked closely with publications under the Fairfax Media banner in particular, metropolitan newspapers such as the Sydney Morning Herald to ensure representation on board the flights and therefore ongoing editorial coverage throughout the launch period. Beyond the A380 charity auction, Weber Shandwick needed to build general awareness and trust within the wider Australian community, which had been damaged from the ongoing delays in aircraft readiness and previous media scrutiny. Without acceptance from the general public, uptake would be limited and would affect the airline s load capacity in the months to come. It was therefore imperative to utilise SIA relationships that would generate mass consumer appeal?such as the charity auction hospital beneficiaries and the first A380 pilot?to reach this segment of the population. To do this, Weber Shandwick targeted a major consumer TV program to act as a partner for the campaign and deliver sustained, significant national coverage. 328

3 GOALS AND OBJECTIVES / The following core objectives were central to the PR function: Capitalise on SIA s First to Fly claim by generating positive media coverage across the country. Maximise Australian participation in the SIA A380 charity auction to ensure local relevance. Ensure seamless integration into SIA s PR and marketing function to provide support to all events. Protect the SIA brand via ongoing issues preparedness planning. SOLUTION OVERVIEW / To achieve ownership of the First to Fly messaging and build consumer trust in the aircraft, Weber Shandwick developed a programme that would maintain momentum over a threemonth period from the announcement of the charity auction to the event itself. Across this period, key messaging was varied to ensure that interest was sustained and appropriate for varied audiences; however, core to this was Singapore Airlines First to Fly claim. By developing a rolling calendar of media engagement, events and profiling opportunities, Weber Shandwick was able to build the consumer trust bank, overshadowing competitor hijacking with ongoing brand coverage. Critical to this was the timing of all media communications, which centered on key milestones across the launch period. Following the A380 s arrival in Sydney, media interest had to be sustained for seven separate events. To achieve this, Weber Shandwick formulated varying news angles for each event and offered differing talent across the program ensuring continued uptake and maximum benefit from each event. By working symbiotically with the client, Weber Shandwick was able to approach the event with a strategic view, while ensuring all team members understood the intricate security demands of working on-site at a functioning airport. This collaboration also allowed the agency to leverage a range of assets to generate media talkability and continue to develop issues protocol as new developments arose. IMPLEMENTATION AND CHALLENGES / The rolling calendar of activity was based on the milestones outlined below. By leveraging these moments, Weber Shandwick was able to sustain media interest from July until October and capitalise on SIA s First to Fly status. A380 charity auction concept announcement: end July A380 countdown clock unveiled: early August A380 First Flight date announcement: mid August A380 auction start announcement: end August A380 charity auction update: early September A380 charity auction results: mid September A380 art competition winner: end September 329

4 A380 interior unveiled in Toulouse: mid October A380 arrives in Singapore: end October A380 arrives in Sydney: end October Over the three-month period, the retainer and the project fee budget for the launch was approximately AU$120,000 (US$105,000). Weber Shandwick worked closely with SIA to maximise this budget and leveraged existing relationships to ensure the campaign was implemented within this scope. The following two-phased approach formed the program. PHASE ONE: PRE-FIRST FLIGHT Auction Launch To build mass awareness, Weber Shandwick coordinated a photo call with patients from two leading Sydney children s hospitals (Westmead and Randwick) beneficiaries of the A380 auction at the specially erected A380 countdown clock at Sydney Airport. Weber Shandwick targeted Fairfax news outlets to reach corporate Australia using demographic research to boost bid values. Ongoing updates on auction milestones were disseminated to relevant media to maintain momentum. Media Familiarisations Weber Shandwick managed media selection, invitations, travel bookings, media briefings and itineraries for 29 Australian media on the First Flight with the aim of ensuring representation on both the inbound and outbound legs of the flight. Product Unveiling The interior of the SIA A380 was revealed for the first time in Toulouse, France 10 days prior to the First Flight. Weber Shandwick secured 10 Australian media to attend the event and generated national broadcast coverage via the distribution of satellite feeds. Media Partnerships Channel 9 s Today Show a national consumer breakfast program was secured as a partner for a weeklong on-air promotion and eight live crosses from the tarmac. The partnership was secured with editorial news value alone. 330

5 PHASE TWO: FIRST FLIGHT EVENT ACTIVITY Event One: Thursday 25 October Arrival Media Call Weber Shandwick worked with SIA and Sydney Airport to secure media access to the tarmac for the arrival flight. Weber Shandwick developed all accreditation documentation and processes distributing an accreditation alert a week prior to the event and managing security clearance. A photographer and cameraman were engaged to capture the arrival of the A380 and Weber Shandwick managed instructional document development and briefings prior to the event. More than 100 media were accompanied onto the tarmac for the arrival. Weber Shandwick facilitated the global distribution of arrival imagery and the uplink of footage following the event. Rare access to the tarmac directly under the A380 was granted to five major TV stations following disembarkation. These journalists accessed the tarmac prior to passing customs a logistical feat that provided an incredible vantage point for the first news bulletins of the evening. Event Two: Thursday 25 October VIP Evening Function An evening VIP cocktail event was held on the tarmac in front of the A380. Whilst Weber Shandwick did not manage this event from a logistical perspective, the agency worked in partnership with the events company, Showcorp, to ensure media access. Resulting coverage was integral to the plans. Weber Shandwick researched and engaged a photographer and cameraman to capture all event activity for internal and media usage and managed instructional document development and briefings prior to the event. Weber Shandwick facilitated VIP local and international media access to the event and coordinated on-board A380 tours. Weber Shandwick prepared briefings for attending government officials, including Australia s deputy prime minister, and facilitated all interview requests with SIA and the Australian government. Event images were distributed globally following the event. Event Three: Thursday 25 October Tourism New South Wales (NSW) Media Event As the VIP evening function was not open to all media, Weber Shandwick in conjunction with the state tourism board, Tourism NSW hosted international media at the hotel with a Welcome to Sydney evening of Australian food and wine. The Tourism NSW involvement was negotiated by the team at no extra cost to SIA. 331

6 Weber Shandwick acted as a liaison between SIA and Tourism NSW and approved invitation copy and design, media kit material and event running orders. Weber Shandwick attended the event to host media and ensure SIA-centric messaging. Event Four: Friday 26 October Today Show Live Crosses Channel 9 s Today Show a national consumer breakfast program was secured as a partner for a week-long on-air promotion and eight live crosses from the tarmac. The partnership was secured with editorial news value alone. The morning following the A380 s evening arrival, Weber Shandwick facilitated live crosses from the A380. This included rare access to the cockpit and wing engine, provided through collaboration with SIA s operational team. Event Five: Friday 26 October Cheque Presentation Following the Today Show live crosses, a media conference was held in front of the A380. Senior SIA and Sydney Airport executives addressed media and guests, presenting three charities with the proceeds from the A380 charity auction. Weber Shandwick prepared detailed running orders, briefing documents, and speech notes and conducted speaker briefings prior to the event. Weber Shandwick managed the staging setup design and process for media Q&As. Weber Shandwick developed media materials and distributed all editorial with accompanying photography on-site following the event. Event Six: Friday 26 October Departure Gatehold Function SIA held a departure function for passengers with the NSW premier as the guest of honour. Weber Shandwick managed all briefings and site tours with the Premier s department prior to the event to ensure security clearance. Weber Shandwick managed media material development and facilitated approvals with the premier s office, distributing media materials on-site following the event. Event Seven: Friday 26 October Departure Media Call Weber Shandwick replicated the arrival media call and worked with SIA and Sydney Airport to secure media access to the tarmac for the departure 50 media were accredited for airfield access. Weber Shandwick developed all accreditation documentation and processes. 332

7 A photographer and cameraman were engaged to capture the departure, and Weber Shandwick managed instructional document development and briefings prior to the event. Weber Shandwick facilitated the distribution of departure imagery and the uplink of footage following the event both of which were sent across the globe. Weber Shandwick encountered a host of challenges throughout the event from media without accreditation requiring late processing, to departure delays that required international satellite feed adjustment and media notifications. The sheer size of the campaign threatened to create a number of problems for the team. At the end of the campaign, not one thing could be identified as a major interference with the proceedings. This was due to Weber Shandwick maintaining a close working relationship with Sydney Airport and SIA to ensure all hurdles were addressed quickly. MEASUREMENT/EVALUATION / First to Fly: SIA had clear ownership of the A380 arrival, generating blanket global coverage. In only four months, more than 375 features were secured across print, online, broadcast and social networking sites, with 96 percent positive or neutral in tone. In addition, Weber Shandwick secured its allocated allotment of media for the return leg of the First Flight despite the decreased news value due to secondary timing. The positive endorsement by senior media representatives engaged by Weber Shandwick for the flight was above and beyond expectations. A senior reporter from Channel 7 News commented, I can honestly tell you this is the best flight experience I have ever encountered. The A380 is big, it s quiet, it s graceful and it s green if this is the future of flying, then the flying future is in good hands. Global stage: Over the two-day period, coverage was achieved in the top 10 global media outlets from CNN to the BBC and Reuters. Australian participation: Weber Shandwick secured 70 targeted media features on the auction to drive local bids and leveraged alternative outlets, including enthusiast group Sydney Airport Message Board and social networking site Facebook, to ensure widespread word of mouth and awareness amongst those most likely to bid. As a result, Australians outbid the world, comprising 15 percent of successful bidders. This result was above expectations assisting the auction in raising AU$1.4 million (US$1.26 million). Seamless integration: Considering the incredible logistics associated with the event, all media activity was executed smoothly, demonstrating Weber Shandwick s ability to operate as an extension of SIA and anticipate all event requirements. SIA s PR and marketing managers expressed their admiration at the post-event team dinner, making a speech to thank Weber Shandwick for the high quality of work produced and the importance of the partnership to the success of the event. Below is a reference from Dale Woodhouse, manager passenger marketing, Singapore Airlines: The Weber Shandwick team made an invaluable contribution to the success of the Singapore Airlines campaign to launch into service the world s first A380. Not only did they generate outstanding media coverage of the First to Fly message, they integrated seamlessly into the wider marketing mix to provide support to all initiatives and events surrounding the first commercial flight of the aircraft. The 333

8 team s remarkable commitment, professionalism and willingness to go above and beyond the call of duty made them a pleasure to work with. Their deep understanding and passion for our business is a differentiator that sets them apart. Brand protection: Entrenched in the SIA brand equity is a leadership position in terms of technology, quality and a premium service. An overwhelming 96 percent of coverage mirrored these values, resulting in brand building that money cannot buy. 334